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Butik how to create brand experience during corona

How to behave as a brand during these Corona times. In part II we explain how you can even bring an experience to people without a physical contact. We call this E-mmersive brand experience. You got inspired,? we are happy to think about your brand experience.

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Butik how to create brand experience during corona

  1. 1. BRAND EXPERIENCE – COVID19 BESPOKEBRAND EXPERIENCES
  2. 2. Who had ever expected this to happen?
  3. 3. The Coronavirus crisis is a health crisis + an economic crisis + a social crisis + a political crisis.
  4. 4. Our first task is to keep everyone safe. But Let us also help to beat this crisis, within our expertise. There is a societal task for brands and their agencies Our first task is to keep everyone safe. But Let us also help to beat this crisis, within our expertise. There is a societal task for brands and their agencies
  5. 5. Creating SMILES is a moral duty
  6. 6. BUTIK’s Corona Smiles checklist Safeness1 Wellness2 Togetherness3 Supportiveness4
  7. 7. This is not a playbook, but an act of inspiration
  8. 8. “Volgens het Meaningful Brands-onderzoek van Havas vindt 51% van de Belgen merken relevanter dan regeringen om hen op weg te helpen naar een betere toekomst. “ CEO Havas Hugues Rey
  9. 9. Consumers want brands to communicate
  10. 10. In a responsible way…
  11. 11. And not over the top …
  12. 12. In the first place for loyals & loyalty switchers
  13. 13. More than ever … BRAND SALIENCE To bring your brand into the conversation And create influence in a non commercial way on consumer decision making To attract the loyalty switchers with bespoke distinctiveness Source: How brands grow
  14. 14. Before Corona BRAND SALIENCE was mainly created by (LIVE) BRAND EXPERIENCE
  15. 15. Experience seems impossible Our channels are not accessible: • No events • No commuting • No horeca • No shopping
  16. 16. We need to … inspire the consumer to do things, to participate, to involve, … even without physical contact
  17. 17. Adapted tone of voice Don’t push the brand Don’t do overbranding Rather listen & show empathy
  18. 18. And let the consumer talk about it People are very vocal online
  19. 19. 2020 The breakthrough of “digital replacing physical” fun experiences ONLINE APERO ONLINE SPORTS ONLINE PARTY ONLINE TV SHOWS
  20. 20. And brands tapping in on a responsible & empathy way
  21. 21. The time is right to build your reputation & purpose
  22. 22. Brands need to add actual value to people’s lives.
  23. 23. CONNECT Let people know that we care! Demonstrate empathy… Give people a virtual warm feeling => It’s vital that communications are relevant for the brand, specific and empathic Touchpoints (connect) Communicate: Relevant and empathic posts to connect & create relevance Adapted strategy CONNECT CHARMCOMFORT
  24. 24. COMFORT Find a way to comfort people Show that your brand as a brand can make a difference by: - Help people stay connected with each other - Brighten peoples day with small kind gesturesTouchpoints (comfort): Do: Perform Selfless Random Acts of Kindness (activate), Motivate followers to participate in Random Act of Kindness Adapted strategy CONNECT CHARMCOMFORT
  25. 25. CHARM If we successfully do so, we will charm the consumer and win them over (get into their hearts) Touchpoints (charm): Share Content on Random Act of Kindness Adapted strategy CONNECT CHARMCOMFORT
  26. 26. Forget your marketing agenda Follow the agenda of the Corona crisis
  27. 27. BESPOKE BRAND EXPERIENCES
  28. 28. The phases synchronise with the search for meaning pyramid PHYSICAL HEALTH HAPPINESS MEANING CORONA PEAK CORONA RECOVERY POST CORONA Adapt the brand experience according to the needs of the individual during the health crisis.
  29. 29. 1 Brand experience during the lockdown From immersive to e-mmersive contexts
  30. 30. Human yet bespoke brand experiences #stayhome 1 Safeness: at home brand experiences 2 3 Wellness: let people feel good at home Togetherness: in home but also connect to other homes 4 Supportiveness: Be the helping hand and brand
  31. 31. BESPOKE BRAND EXPERIENCES 3 #staysafe tactics E-mmersive
  32. 32. Care Heroes 1 HR CSR Trade
  33. 33. Extra energy for our heroes
  34. 34. Collabs with retirement homes
  35. 35. Sampling second line workers
  36. 36. Indirect sampling opportunity
  37. 37. HR in times of Corona Happy Home Office: In these challenging times where brands and employees are obliged to work from home they are challenged to work together more effectively than ever. But what about coffee breaks? Social contact? Lunch provided at work? What about the kids and the private life and work balance when everyone is on WhatsApp day and night? How about workshops and birthday treats? Examples: • Destress your employees • Organise e-afterworks • Food & drinks during the day
  38. 38. CSR in times of Corona Thank You gifts / boxes for homework With ingredients that are getting wasted - Healthy meals - Flowers
  39. 39. 1. Terraces upload their picture on our landingspage 2. Consumer dowloads his favorite picture 3. Your brand pays 2 euro per download per person Trade: Tournée digitale Zoom meet ups
  40. 40. At home experience boxes2
  41. 41. At home box: Café CanapeHouse party meet ups: We miss our friends & collegues and are looking for new ways to reach out for them 2
  42. 42. Zoom experiences at home with experience box Register1 2 3 4 Get your Zoom link & instructions via mail Get your box at home Event
  43. 43. At home party box with Zoom party
  44. 44. Zoom Karaoke
  45. 45. Zoom Afterwork Bingo
  46. 46. Home deliveries
  47. 47. Content with a “DO” factor Côte d’Or Inspiration recipes tu use at home time in a good way with the family 3 Milka Tips for a magic easter, even without the grandparents in live
  48. 48. Bring it on the right platform S-curve before Corona S-curve during Corona Source: Duke and Grace Covid report Allocate 70% of your budget and time to the staple platforms (FB,Youtube). Reserve 20% for the upcoming players and spend 10% on newcomers
  49. 49. Collab with new platforms

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How to behave as a brand during these Corona times. In part II we explain how you can even bring an experience to people without a physical contact. We call this E-mmersive brand experience. You got inspired,? we are happy to think about your brand experience.

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